"And a new study conducted by SURVATA for SPROUT SOCIAL gives us an idea of just what that is. As you see, what people want from brands in the social space isn't always what they're getting.

"Social media content is about stock (planned) and flow (unplanned). So while prioritizing (planning) what type of content we'll create and share each day is important, it's also essential we're a part of timely topics (unplanned). But in the form the audience wants.